Apple Shifts Responsibility for Siri

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In recent years Apple has embedded its voice assistant deeply into its iOS and macOS operating systems, allowing it control things like including calendar appointments, and enlarged it to notebooks from phones. Siri now controls apps to do things such as summon a ride or book a table.

Amazon and Google have both released voice-activated speakers to flaunt their assistants. Amazon has started selling in some of its 470 Foods retail shops.

Federighi, a senior vice president, oversees those systems.

(Reuters) – Apple Inc (AAPL.O) has moved responsibility for Siri, its voice assistant, from content chief Eddy Cue to working systems chief Craig Federighi, a sign that the company is looking to embed the voice assistant deeper into its core systems amid rising competition from Alphabet Inc’s (GOOGL.O) Google and Amazon.com Inc (AMZN.O).

This holiday season, Apple’s will jump into the fray and compete using its coming HomePod, which will feature Siri against these speakers.
The shift in Siri’s leadership comes as Apple faces competition to get users. Although Apple was the first tech company to launch a voice assistant in 2011 Google’s voice assistant and Microsoft’s Cortana have emerged to jostle for customers attention. 

Cue is primarily known as Apple content dealmaker, negotiating the company deals with record companies during the iTunes age and more recently its Apple Music streaming deals and its television content attempts. But Cue also runs Apple’s internet-based services like iCloud.

The change was made by Apple to the company biography pages in an update. An Apple spokeswoman confirmed the change but didn’t comment beyond the changes.

Cue, a senior vice president, had overseen Siri since 2012 when Scott Forestall, Apple’s software chief at the time, was fired by CEO Tim Cook.

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